Bharti Airtel announced the launch of its Video Platform as a Service (CPaaS) - `Airtel IQ Video'. The solution has been developed by Airtel's in-house engineering teams. By leveraging Airtel's resilient cloud, and cutting edge video technologies, Airtel IQ Video allows businesses to build world-class video streaming products for large and small screens with minimal investment in infrastructure and technology. Airtel IQ Video is an end-to-end managed solution that brings convenience along with cost benefits. It encompasses a variety of features ranging from app development, content hosting, curation and lifecycle management to search and discovery, analytics and monetisation models (advertising, subscriptions, transactions). According to RBSA Advisors, India's video OTT market is expected to touch USD 12.5 billion by 2030, from USD 1.5 billion, currently. The report also highlighted that the next wave of growth in the OTT landscape will come from tier II, III and IV cities and regional languages at the centre of this growth story. Keeping these changing trends in sight, existing regional OTTs are looking to scale their technology platforms to accommodate the rising number of users. Traditional content providers such as regional TV broadcasters are looking to digitize their content libraries through OTT applications.